Studios agree to anti-smoking messages

An anti-smoking announcement will now be attached to many movie rentals across the country.The new anti-smoking campaign was unveiled Friday in Hollywood. The Entertainment Industry Foundation partnered with Paramount, Sony, Fox, Universal, Walt Disney and Warner Brothers on this project.

"We're making sure that if they're going to see smoking in a film, they're going to see anti-smoking messages too," said Lisa Paulsen, Entertainment Industry Foundation.

The studios agreed to include the anti-smoking announcement at the beginning of films rated G, PG, or PG-13, where smoking is depicted.

"The extended reach is one that will be able to go well beyond what we've been able to do through our paid media advertising. And importantly, we'll be able to do so in a venue where research indicates you can make a difference," said Human Health and Human Services Secretary Kim Belshe.

"We are under no illusion that the single step constitutes the silver bullet. But we are going to continue to do our part to raise awareness of the very real public health consequences of smoking," said Dan Glickman, Motion Picture Association of America.

The announcements were produced by the State of California with tobacco tax funds. However, the anti-smoking campaign will not show up on DVDs that are rated R.

"I personally don't believe that we should erase cigarettes in movies. I don't believe we should erase it when someone smokes a cigar in movies. I think that we should remind people, and kids, all the time about the dangers of smoking," said Governor Arnold Schwarzenegger, (R) California.

Governor Schwarzenegger said he would like to see the announcements playing in theaters soon.